South African Marketers Suffer 'Disconnect of Insomnias': Survey

30 March 2007

JOHANNESBURG, South Africa: If the recent State of Marketing survey by agency services group Brand Leadership and researcher Markinor is to be believed, the nation's marketers are in dire need of a 'total immersion' course in confidence therapy.

Or, perhaps, good old-fashioned professional training.

According to the report released this week, most people fulfilling a marketing function in South Africa are in the throes of a "serious disconnect of insomnias" - or in plainer English: "out of touch with the key drivers of shareholder value."

A majority of marketers believe they are cold-shouldered when it comes to board-level discussions on company strategy. They claim to experience "yawning disparities in expectations and delivery with regards to customer focus, innovation and human servicing".

Of those surveyed, only half reported satisfaction with the extent of their influence in revenue generation, business strategy, customer relationship management strategy and their brand/s.

Thirty-five per cent also expressed concern over the lack of qualified marketers. According to the survey, it's not uncommon to find a financial director or even a receptionist fulfilling a marketing function.

Moreover, a massive 90% claimed they would change jobs in order to have greater influence on company strategy.

And arguably of even greater concern: 47% could not name any marketer whom they believed to have 'contributed to the success of their organisation'.

Data sourced from (South Africa); additional content by WARC staff